Public Relations – Types Of PR
Publicity – Types Of Publicity, Relationship
Between Advertising And Publicity
Prof. Shrawani Sen
shrawanisen6@[Link]
16 Nov 5pm.
Public Relations is defined as ..
Building good relations with the company’s
various publics by obtaining
Favorable publicity
Building up a good corporate image
Handling or heading off unfavorable
rumors, stories and events.
Types Of Public Relations.
Media Relations
Corporate Public Affairs And Community
Relations
Crisis Management
Employee Relations
Financial Relations.
Marketing Public Relations.
Public Relation Functions
Identifying internal and external
stakeholders
Assess the corporate reputation
Audit corporate social responsibility
Create positive image building activities
Prevent or reduce image damage.
Identifying Internal And External Stake
A stake holder is a person or group that has vested
interest in the organization's well being.
Employees
Unions
Shareholders
Channel members
Customers
Media
Local community
Financial community
Government
Special interest groups.
Assess The Corporate Reputation
Corporation’s reputation is both Vulnerable and
Valuable
People make decisions about where to invest based
on Corporate reputations.
Consumers and potential employees also depend
heavily on the Corporate reputation.
Corporate scandals, accounting fraud and CEO’s
greed damage a hard built reputation.
Assessing and managing a company’s reputation is as
important as promoting its products.
Audit Corporate Social Responsibility
Social responsibility is the obligation that an
organization has to be
Ethical
Accountable
Reactive to the needs of the society.
Socially responsible firms are going to thrive and
survive longer than the ones involved in irresponsible
behavior.
Positive activities generate quality publicity and
customer loyalty that result in positive image of the
company
Audit Corporate Social Responsibility
A corporate social responsibility audit is
usually undertaken by the organization's
management team in conjunction with
department managers.
If the firm is found to be deficient during
social responsibility audit, clear steps
should be outlined to show how issues
should be resolved.
Create Positive Image Building
Activities
These are planned events designed to
draw positive attention to the
organization as a solid corporate citizen,
one committed to social responsibility
Cause Related Marketing
Green marketing and
Pro- Environmental Activities
Cause Related Marketing
Improve public schools
Scholarships
Cleanup of environment
Community health education.
Prevent Or Reduce Image Damage.
Damage Control is reacting to negative
events caused by a company error, consumer
grievance or when unjustified or exaggerated
negative press appears.
Proactive Strategies
•Entitling •Internet Interventions
•Enhancements •Crisis Managemnet
Programmes
•Impression
Reactive strategies Management Techniques
Crisis Management
This involves either accepting the blame for
an event and offering an apology
Or
Refuting those making the charges in a
forceful manner.
•Impression Management Techniques
Tendency to protect one’s self image.
Expression of innocence, excuses,
justifications, other explanation.
Tools of public relations.
Publications
Videos and films : Training Films & Investor Or
Broker Films
Special events and company sponsorships
Fund raising dinners
Meetings
Social events
Publications consist of any or more
of the following…
Corporate Brochures
Annual Reports
Posters
Fliers/ Leaflets
House Journals
The Press Kit
Publicity – Types Of Publicity, Relationship
Between Advertising And Publicity
Publicity refers to any reference one is able to
obtain through the media such as
Space in a print
Publication
Time over in a TV channel
Radio
Write up on web
For the company or its products without
having paid for it as in advertising
Is Publicity actually free??
Belief is publicity comes for free, however it
is not entirely true.
Often hidden costs are involved.
Cost of the PR who gets it done
Facilities that have to be provided
The consideration that needs to be given
to the journalist.
Cost of holding media meets.
Advantages of Publicity
Credibility factor
Positive mention about a company or it
products through a source other than that
of the company is more convincing
Good publicity is one of the important
outcomes of good PR effort.
It can be evaluated in terms of number of
publications carrying write ups and the
quality of the reported material.
Difference between
ADVERTISING PUBLICITY
Paid form of mass It is not directly paid
communication and by the sponsor and
persuasion hence is a hence is non-
commercial commercial.
transaction. Certain obligations
Openly sponsored or and gifts might be
initiated by the given to media persons
advertiser. It can but it is not done
always be identified openly or directly.
with the organisation.
Difference between
ADVERTISING PUBLICITY
Media decision such The organisation has
as when, where , no control over the
what to place are message or
carefully taken by the presentation of the
advertiser in article being
consultation with the publicized. It also has
advertising agency. no control on media
decisions.
Difference between
ADVERTISING PUBLICITY
Target audience Publicized matter is
knows that every however believed to
advertiser stresses be more trust
on positive aspect of worthy.
the product. And Objective of publicity
sometimes doubt the may either be
authenticity positive or negative.
Advertising is always
positive
